Alicia is the founder of Chic on a Shoestring -- a style and wardrobe consulting company. Since her company’s beginning in 2003, she is most well known for her simple approach to taking current fashion trends and adapting them to real people with real bodies and real budgets. Currently her Chic on a Shoestring fashion segment is seen weekly on the Emmy winning ABC 4 talk show, Good Things Utah. She focuses on incorporating fashion trends, body types, wardrobe essentials, finding affordable fashion, closet inventory, etc.

In addition to working at ABC 4, Alicia is featured on a weekly radio show where she gives listeners style advice and tips on great bargains.

She has worked as a fashion consultant for several on-air news personalities and was featured for five years as the on-air fashion consultant for 2News This Morning (CBS). She has also been featured on the KSL Morning Show (NBC), Good Day Utah (FOX13) and in the Salt Lake Tribune and Utah Valley Magazine.

In 2006 Alicia launched Balance Your Body Type, a personalized body analysis program that allows women to submit their measurements and receive a custom plan for dressing their body type in the most flattering proportions, minimizing flaws and flaunting assets. Balance Your Body Type has given many women a game plan to move forward and helped them to feel good about themselves again.

Other notable accomplishments include: Spokesperson and host for Morris Murdock travel. Alicia believes that great fashions and bargains can be found all over the world. Developed a program in cooperation with the Salt Lake City Mayor’s office to prepare the disabled to enter the workforce by assisting with their wardrobe, a guest instructor at the BYU Marriott School of Business and former adjunct faculty member at Utah Valley State College, teaching courses in fashion consultation. Alicia was a guest speaker at the Utah State Bar Annual 2004 Convention. She spoke on professional dress in the workplace.

Her professional career began in 1995 at Nordstrom, as the manager of the image and wardrobe consulting department. She presented wardrobe seminars, fashion events and served as a spokesperson to local businesses and organizations. This enabled her to work with a variety of people and respond to their wardrobe and image concerns and find solutions.

Prior to joining Nordstrom, Alicia completed a bachelor’s of science degree in Clothing and Textiles from Brigham Young University with an emphasis in fashion consultation. She and her husband, Evan, are raising three children.